Two TV adverts for Sega's Condemned 2: Bloodshot will not be allowed to be shown again in their current form, the UK's Advertising Standards Authority (ASA) has ruled.
The first ad in question, which was originally cleared for post-watershed (9pm) broadcasting, depicted scenes of violence including a man punching another on the floor and blood splattering on the screen as a man was beaten with a club.
The second ad, which was cleared for a post-11pm airing, was longer in duration and included additional violent scenes and noises "which seemed to express pain and the force of their exertions".
The ASA received nine complaints from members of the public about the commercials. Most of the complainants said that they thought the ads condoned violence and were offensive and distressing, while some suggested that neither commercial was appropriate for airing at any time.
The game's publisher Sega said that it had acted as responsibly as possible in the creation and scheduling of the ads, noting that that Condemned 2 is a horror game targeted at a mature audience and that the commercials accurately reflected the type of experience consumers would have when playing the game.
Clearcast, the company responsible for the pre-transmission examination and clearance of the commercials, argued that neither ad would cause widespread offence or condoned violence and cruelty.
After assessing both sides of the case the ASA came down on the side of the complainants.
"We considered... that the ads contained scenes of graphic and brutal violence which, although computer-generated, were realistic in appearance" and "were likely to offend or distress some viewers whatever time they were shown," stated the ASA.
"We concluded that the complaints could not be resolved with a timing restriction and both ads should be withdrawn from transmission completely."
Condemned 2 released in the UK back in April 2008. It is unclear whether Sega was planning to run any further TV advertisements for the game.
Article supplied by Edge Online